Creating art for sale is a unique gift. It's therapeutic for you, and inspiring to your collectors and followers.

But what do you do after the the piece is done? It's time to get it out there! This can be a daunting experience if you're not sure where to start. Pricing work, framing, and submitting to galleries can all become more work and stress than you can handle.

Here, are some CAF Insights for you to ponder.

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Art pricing is a marathon, not a sprint.
Pricing is always the elephant in the room and there is no magic formula. The prices you decide upon are the stepping stones for your future work, potential gallery representation, and enticing a buyer to become a collector. It’s a big concept, and something that should be consistent, and thoughtfully examined. No one can tell you how you should price your work. You are unique, with individual experiences that brought you to where you are in your artistic journey. So, walking around a gallery to “see what other prices are” to help you decide, most times, is pointless. Medium, size, experience, past sales, and location, should all have a clear connection to your pricing strategy. Your friends, family, and professors are doing you a disservice by throwing out a number that sounds good because “you’re worth it”. The reality is your art is only worth the materials it took to create it. Wow, that was a slap in the face! But that is the reality…until you add what your time is worth, and that’s the hardest component. We are used to negotiating our salary for a new job, or a raise with our boss. But how do you negotiate what your time is worth when it’s your own time? Would you expect to be paid top dollar at a new job? Should you be charging for the time that it took to learn a new technique, or refine a style? Probably not a realistic approach. I suggest working your way into it. 
 

Too high, too low.
Starting a bit lower is a great way to stir interest and drive a ‘no brainer’ sale, and this doesn’t mean ‘free’. Moving inventory creates demand, online followers, and opens up your brain to create new work, never mind feeling accomplished and proud. Starting at a lower price point  leaves the door open to adjust and raise your prices according to demand without feeling awkward about doing it. On the flip side, immediately pricing too high sets an unreasonable bar for buyers, as well as yourself. You may think “let’s start here and we can always lower it if we need to”. But that formula doesn’t work in the gallery world. It alienates buyers, creates unreasonable expectations for yourself, and confuses past buyers feeling that they had overpaid in the first place. Art Clearance Sales should be left to your studio, online platforms, and 
TJMaxx. There are definitely exceptions to this, but the gallery day to day is not typically run with this retail formula: suggested retail price, markdowns, then clearance price. Having an online presence is great! And when you need to move inventory you simply have a sale. But when you are showcasing in a gallery, sales are not an option. We do not lower prices because something isn’t selling. We would typically rotate art.
Listen to your Gallerists as they know their market and clients. A conversation will reveal whether you are a good fit with the gallery, and vice versa.

Framing different types of art. Showcasing your art in its best light: medium and expense.
Framing your work can get expensive. But the right presentation can sometimes make or break a sale. It’s fun to get creative when deciding what to put around your work, but remember your framing choices need to accommodate the masses. My recommendation is to keep it simple and cohesive throughout a particular series of work. This also helps create a clean and professional look when showcasing multiple pieces in a gallery space. Drop by a custom picture framing shop to see what they recommend for your piece. Explain what your goal is: an economical, simple way to preserve and showcase your work. They should be able to quickly steer you in a direction that might even fit your budget, or at least give you enough information to marinate on. If you’re going to DIY, pay attention to what is appropriate for your medium. Popping your acrylic painting in a premade frame with glass is like putting a mouse in a fish tank. Don’t do it. Understand what treatment is appropriate for the medium you use.

Oil/ Acrylic on canvas or panels require a frame only.
Watercolor/ Gouache are best framed with a mat border (or glass spacers) and UV protective glass.
Pastel/ Charcoal on paper are best with a mat border with a “pastel trap” (or glass spacers), and glass.

There are many different design concepts out there that are “right” for your pieces. Take note of framing styles and techniques that interest you, that are used by artists you enjoy, and what might feel good on your pieces. 
Note: Galleries require frames to be wired and ready to hang. For the DIYers: pay attention to the hanging situation on the back of premade frames. Many cannot be retrofitted with wire, so, walk away.

Gallery commissions and what you’re paying for, or not.
Typical gallery commissions may run 30 to 50% and that may seem like a lot! But what are you getting in return? First, and foremost, you’re paying for retail space with set hours and a knowledgeable staff ready to assist in selling your work. Many times your showcase may include an opening reception, printed material, and an online presence. And remember, if your art doesn’t sell, the gallery doesn’t collect any commission.

There are also many gallery spaces that are available without a commission structure such as libraries, local coffee shops and restaurants, banks, laundromats, etc. These are great venues to dip your artistic toe into! They typically don't take commission as they do not manage the sale, or package for delivery. But also be aware regarding their liabilities when it comes to your work. Consider what kind of agreement/ commitment you are getting into. You may consider leaving a notebook for feedback or comments on your work. Consider posting a QR code so viewers can access your website or other online presence you may have. Keep your eyes open in your travels around your local area. Do you think your work would look great ‘on that wall’? Give the establishment a call - what have you got to lose? 

Submitting to galleries.
It’s important to follow each gallery's protocols for submitting work. They may be different, so investigate first. It’s never recommended to “drop by” with a car full of work and an hour's worth of conversation, unannounced. 
Think about missing out on a sale in the gallery you're showcasing in because your gallerists were busy explaining the proper submission process to another hopeful artist. 

Learn our submission process here.